Bars, restaurants, etc. are made to make a name for themselves.
I couldn't agree more. There has always been a kind of duality 'though in terms of any local business, and how they may be reached. Yes, they have their own name (the brand), but there is also the generic angle to consider, and in terms of marketing a bar locally, a domain like virginiabeachbar.com could, I think, really help a bar owner.
Not in terms of s/e organic rankings, perhaps, but more in print advertising and maybe even radio. A name like this could be
very attractive to residents,
until they become aware of the bar owners' brand, and what they can really offer; at which point the "generic" ID becomes moot, because the customer is now aware of the level of service, and quality, they can expect and they don't need to make a decision any longer re: their favourite bar.
So really, to some extent, I see "local" advertising in terms of generic advertising first of all (perhaps via an offer or "qualifier") and then, gradually, getting people used to the brand.